1. Ian Denning
UK Communications and Open Days Manager

2. CRM Communications case study
How CRM is integrated with other communications channels at Coventry University
 Focus today on the UK undergraduate recruitment market
 The layered approach to communications at CU
End with a few possible changes and improvements
 Remember - 100% of students who don’t apply can’t enrol (James Steen, HBU)

3. Layer 1 – printed collaterals
Xxxxxxx

4. Layer 2 – transactional emails from the CRM

5. And on a mobile…

6. Layers 3,4 and 5
Layer 3 – face to face events – and the key role of the CRM in them
Layer 4 – transactional s from our admissions system related to the application process (often overlooked)
Layer 5 – audience segmented communications in the form of s to our prospects, offer holders and other stakeholders

7. The golden thread emails

8. And on a mobile…

9. The main benefits of going outside our CRM
Better metrics and analytics
A B testing becomes possible
Better design – now done in the CU design studio – and interactivity
Mobile optimised template
Better control over timings (and speed) of the sends

10. Layer 6 - more granular communications
At a faculty, school or course level
Can often be patchy but should be used to aid conversion and retention
Should be tailored to the subject / discipline
For example Art & Design send a Digital Magazine, Business and Law use brochure-ware and facebook

11. What can we do to improve our communications?
Are we being lazy in our reliance on ? Are we using the right channels well enough?
What about our stealth applicants?
Why are we still using print ?
Our communications must be distinctive, relevant and authentic.
Are portals part of the answer? Pull not push. Is there a GDPR gain here?
Beware of overload – for the prospective student making 5 applications and often receiving 5 offers our communications campaigns could hit them 5 times, plus what they will receive from UCAS, SLC etc
CRM is an engine and the data it gathers is the fuel but it’s not the whole vehicle - other communications channels remain important.

12. Thank you